| Summary: | 碩士 === 中國科技大學 === 運籌管理研究所 === 97 === With the transition of the economic environment and the society in Taiwan, citizens gradually pay much more attention to Non-Profit Organizations. Among different types, Children’s Shelter plays an important role in supporting children in the future. It would be difficult and arduous for children to stand above the society in the future if they only rely on the government support without sufficient social resources. By discussing the literary reviews, the study shows how orphanage finds the way that includes successful factors and marketing activities for fund-raising which are suitable for themselves in order to improve the management of orphanage.
The study is conducted by the individual interviews of the qualitative research in terms of Children’s Shelter’s social functions and operation as well as methods, activities, efficiency and reasons for fund-raising. The frame of interview is proceeded in semi-structured interviews, which induces that the fund-raising activities is the most efficient way for Children’s Shelter.
In terms of the interviews, the analyzed result can be induced that orphanage has two different styles of marketing communication. Conservative operators prefer to hold the fairs, whereas active operators focus more on public relationship and tend to put effort in creating issues to attract the Press in order to arouse citizens’ attention. Apparently both ways are attributed to the success in operation of market segmentation. With different strategies, the study shows that both the identical and distinct successful key factors of fund-raising. That enables orphanage to vary the strategic planning for fund-raising according to the different cultural backgrounds and regions. At last, the study is expected to offer suggestions for the follow-up research and provide the better ways of development and sustainability for Children’s Shelter.
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